How Northland/Auckland communications expert KiwiWords can help you this month

I can help you communicate this month in the following ways – digital writing, ghost writing, advice on structuring your words and more….

Blogs, email campaigns, marketing writing, content, copywriting, web content editing, transcription, public relations, proofreading and all communications services, Auckland and Northland and Whangarei.

The COVID over-reaction is hard to respond to, but far from impossible. 

Potentially we could even argue that the level of competition amongst businesses is even considering we’ve all been flattened… but that’s kind of an amateur opinion.

ANYWAY, I’m sure you’re wanting ideas about ways KiwiWords can turns a crisis into a chance to talk to your audience. 

Here are some ways that communications, content and copywriter Michael Botur of KiwiWords is ready and willing to help you…


I want to tell my customer database that I’m approved as an essential business so I can take orders

Terrific, that’s cool – but let me help you structure your EDM mailout email campaign so that your message comes across as important and helpful, rather than just another email to delete. Also, I’ll help you so you don’t bury the lede (I’ll explain the car…) .


I want to announce my COVID supply solution – I’ve scribbled this thing in one draft, shall I share it with the world?

God, no. Let Mike structure the words in a way which is effective and easy to understand. Mike will point out the strongest parts of your announcement and identify anything that’s missing. 


I want to get a news story out but I don’t know how to approach journalists

Mike – a trained journalist – will identify ideal publications and key contacts for you to send your story to. 
I’ve taken a shitty photo with my cellphone camera, can I publish it?

Um, no. Get KiwiWords to snap 100 photos from you and pluck the best – high resolution, clear, well-lit, best composition. One great photo can be used 1000 times. 


I have an opinion about the effect of the Level 4 lockdown on my business – should I post it on my LinkedIn and will the world come to me? 

Nah, bro. Sorry. The best strategies are 1) Get media help to publish your opinion so as to reach thousands, and 2) Polish it, add great graphics and a great heading, and send it to a targeted audience segment from your followers. 

Also, don’t forget to use multiple channels. 


Web content editing? Yup, Mike offers this. 

Ghost writing? Absolutely – Mike is experienced with listening to the message you want to express and capturing that message correctly. 

Technical stuff, like designing e-books, web pages and content calendars? Yes, if it’s written communications, KiwiWords can take care of it. 

What about, like, helping me send a text message to every single Kiwi telling them to buy my brand of jandals? Sorry, only Civil Defence can invade people’s cellphones without them having registered. 


KiwiWords writing services take a big burden off you, allowing you to get on with the work you need to focus on.

I’m just a phone call or an email away, on 021 299 0984 or

Rates for writing services begin at $69 per hour, plus GST.

KiwiWords can usually take care of overnight urgent writing jobs for $99 per hour ex GST. 


Communications during COVID – the good, the bad and the ugly, and what we can learn

We can learn from all the experiments in communicating during COVID.

KiwiWords offers communications, content and copywriting mostly for clients in Auckland and Northland. I, Mike Botur, founder/janitor/sponsor, am known for being down to earth – occasionally to the point of sounding borderline casual! – but clients appreciate the straight-up way I tell them which comms I think are helpful and which are a waste of time.

On that note, in my humble opinion, here are the comms I think were a good investment, and the comms which were a waste of budget… 


Extremely successful communications during COVID:

  • Printed mailers directly put in people’s letterboxes, with unmissable yellow and white colouring, nice font, nice paper and constructive messages. There’s no avoiding these. They’re extremely targeted. 
  • Text messages. There’s no avoiding these. They’re short, which the recipient will appreciate, and they’re guaranteed to be read, unlike EDMs
  • Smart businesses are buying intel from Facebook and Google and looking at their databases to understand the different segments of audience and what those segments might want to hear. I have a big mortgage and not much money, so ASB’s been sending me messages telling me it can help with a home loan holiday. Subway has been telling me I can order their sandwiches next week using an app and picking up a takeaway. Basically, the point is, ask yourself: What are the FAQs my audience would really appreciate being enlightened about? 


Moderately successful communications during COVID:

  • Electronic direct emails (EDMs). Sure, the first couple got read, but it all palls with repetition. Your audience is liable to delete your EDM if they’ve been bombarded with these. I suggest the problem is when too many of a similar comm are sent out, people get jaded. People want something fresh, so the only way to keep your EDM fresh if you absolutely must send it is

1) Time your communique so it’s not being sent in the same glut as everyone else,

2) Make it so pithy that the entire communication is delivered in the subject heading, and

3) Give your readers an exclusive piece of information that they can’t get anywhere else.


  • Subaru has sent me a straight-to-the-trash EDM full of fitness tips from *shudder* Art Green* as well as Subaru’s health and wellness ambassador. Subaru’s email names the car battery as one piece of tech you should keep an eye on while your car is in lockdown… except, it doesn’t directly offer any advice. Also, the EDM suggests that mechanics aren’t open for business, whereas the truth is actually they are, so long as the customer is using the vehicle to provide essential services. ps – Guys, I haven’t owned a Subaru for two years, just so you know…


Crap communications during COVID:

  • ATEED has spent a crapload of ratepayers’ money on an elaborate video. The video shows off the splendour of Auckland’s beaches, bush and parks… except the audience are being told by news articles on the same pages that they can’t enjoy the outdoors. The video argues the COVID lockdown is a great time to bond with whanau. Really, ATEED? Like people weren’t doing that before? I suggest the video

1) Doesn’t tell the audience anything they didn’t know

2) Has a mixed message

3) Doesn’t pause to consider that tourists can’t book holidays to visit Auckland right now (poor timing)

4) Delivers a soft, squishy message which won’t change anything in the audience’s life. Sorry, guys. Your brand is already deeply established. Not necessary.

Okay, I acknowledge Papatuanuku Is Breathing went viral, BUT can you imagine if that video launched a month after the lockdown lifted, when people could click through and book a holiday or outdoors experience in Auckland? Much better investment, IMHO. 


*I haven’t been a fan of Art Green since he sold $20 packets of breakfast cereal.  

Communications writing vs. Creative writing

Communications writing vs Creative writing – why I offer two disciplines for audiences

(and why I keep having to explain that there’s no money in creative writing)

When I tell people that KiwiWords director Michael Botur is an expert in day writing and night writing, what I mean is I deliver professional communications writing by day and unpaid creative writing at night.  

The two disciplines both necessitate a mastery of English, but they have some radical distinctions.

Day time communications writing aka Public relations / Corporate writing

This is a type of writing that’s often about taking on the voice of a body corporate – a business, a trust, a company, a public service… a group, in other words. 

Night time creative writing aka Fiction writing / poetry / prose

Recently, I’ve had some comments indicating confusion about  how I make a living. There is little to no money in creative writing, aside from the occasional prize, or payment for creative seminars which I deliver. 

If I was given a month to live, though, to be honest, I wouldn’t use it on PR/Communications. PR and comms have given me a living, and that’s wonderful – I love my business clients and I work hard for them – but if I was given the opportunity to write fiction for a year, I would hit the Pause button on professional PR/communications writing. 

So is marketing a type of creative writing?

Nah, it’s more like coding – ie Laying out key messages with the intention of making the material easy to consume. You structure your writing to deliver a message in a way which navigates the consumer’s resistance, builds trust and delivers a strong argument for the sale. 

The close sibling of marketing is communications, where the end result isn’t necessarily conversion of a sale – it’s the conversion of an uninformed consumer to the consumer agreeing that he/she has received the intended information. 

I run a business and I think I may need a writer. What can you do for me, Mister KiwiWords?

  • Help you structure your sales pitch
  • Compose responses to frequently asked questions
  • Enhance your reputation by using the most effective English in your written communications
  • Create a content calendar so your audience is continuously talked to


Mike B, KiwiWords

Writing multimedia content for a mental healthcare app

I wrote a 30-Day de-stress module for a mental health app. 

It was a great test of how I can offer multimedia to clients – video, audio, text, all lain out systematically via slides to help the app developers. 

If you’d like me to work on a similar project for you, let’s talk – Michael Botur is on 021 299 0984 /

Meanwhile, click on through and enjoy the show. 

Your choice of calm sounds today


Communications written for ecentre innovation incubator at Massey University

Here are some communications, stories, journalism, media releases and social stuff I was privileged to write for the ecentre innovation incubator at Massey University in March-May 2019.